SEO is one of those areas where small improvements can deliver big results. You don’t need to do everything at once – but you need to do the right things in the right order.
Here are the most effective steps you can take to get better at search engine optimisation, whether you’re starting from scratch or want to take your existing site to the next level.
1. Fix the technical stuff first
Before you do anything else – check that your site doesn’t have technical issues holding it back. The most common are:
- Slow load time – use Google PageSpeed Insights and aim for green on mobile
- Not mobile-friendly – Google indexes the mobile version of your site first
- Broken links – use Screaming Frog or SE Ranking to find them
- Missing sitemap – helps Google crawl your site correctly
- No HTTPS – a secure connection is a ranking requirement
Check Google Search Console regularly. There you’ll see immediately if Google finds any problems on your site.
2. Do keyword research
You can’t rank for the right keywords without knowing what they are. Keyword research gives you the answer to three important questions: what do my customers search for, how competitive is it and which keywords actually drive business?
Start with Google Keyword Planner or SE Ranking. Focus on specific, longer phrases (long tail) rather than short, generic words with high competition. “Web agency Malmö” converts better than “web design”, and is easier to rank for.
3. Optimise each page for one specific keyword
Every page on your website should have one primary keyword. Then optimise the page like this:
- H1 heading – should include the keyword naturally
- Meta title – keyword early, max 60 characters
- Meta description – clear promise, max 160 characters
- URL – short and descriptive, use the keyword
- Alt text on images – describe what the image shows with relevant words
- Content – use the keyword naturally in the text, especially early
4. Create content that genuinely helps
Google rewards content that gives users what they’re actually looking for. That means writing for people, not algorithms.
In practice that means:
- Clearly answer the question the keyword is asking
- Give more and better information than your competitors
- Structure the text with clear headings so it’s easy to scan
- Update older content regularly – Google values freshness
A page with 1,500 words that genuinely helps the user ranks higher than a page with 300 words that just repeats the keyword.
5. Build internal links
Internal links – links between your own pages – help Google understand the hierarchy of your site and spread authority from strong pages to weaker ones.
When you write a new blog post, link to relevant service pages. When you update service pages, link to relevant blog posts. It costs nothing and makes a big difference over time.
6. Get more backlinks
Backlinks – links from other sites to yours – are still one of the strongest ranking factors. They’re hardest to influence but most important for making the jump from page 2 to page 1.
Practical ways to get backlinks:
- Register in relevant directories (Clutch, industry listings)
- Write guest posts for industry publications and partners
- Create content others want to link to – guides, statistics, tools
- Get mentioned in media and podcasts
7. Measure and follow up
SEO without measurement is like driving without mirrors. You need to know what’s working so you can do more of it.
The most important tools:
- Google Search Console – shows which keywords you rank for, clicks and impressions
- Google Analytics – shows how organic traffic behaves on the site
- SE Ranking – tracks your rankings over time for specific keywords
Check them once a month. Look at which pages get the most impressions but few clicks – that’s where your biggest potential lies.
Want help getting better at SEO?
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